A Graphic Designer in Grand Rapids, Michigan; With a focus on brand design.
Most likely running on 3 cups of coffee.
A Graphic Designer in Grand Rapids, Michigan; With a focus on brand design.
Most likely running on 3 cups of coffee.
STRATA; Brand Identity
Branding for a “what if” modern & minimalist, high class hotel based in Downtown Chicago. Inspired by Lake Michigan and geology.
- Advertising, Branding, Typography, Print.
- Sleek
- Confident
- Above
- Havelock
- Gotham
- May 2025
- Graphic Design Narratives
PROCESS
Being based in West Michigan, I’m only 2 hours away from Chicago. I’ve been visiting the city since I was a kid, and I always loved the atmosphere there. For this project I wanted to challenge myself to create a more “modern and minimalist” brand. All of my other projects are farily punchy and bold, so consider this a palette cleanser.
Strata or Stratum is “a layer or a series of layers of rock in the ground.“ or “a level or class to which people are assigned according to their social status, education, or income.“
I wanted this hotel brand to be considered a high class hotel that everyone strives to spend a night at. It’s a whole level above anything else, and it’s where the city of Chicago can unwind. I designed the icon to reference geological levels, while also referencing the skyscraper the hotel would be based in.